Advertisement in ee-Business
-Business
Sistem e-Business
(MG-652)
Jurusan Manajemen
Benefits
Banner Swapping
Banner Exchanges
Overview
Banners
Web Advertisement
Paid Advertisement
Internet Advertisement Technology
Reasons for Internet Advertisement
Internet vs Traditional Methods
Splash Screen
Advertisement Methods
Spot Leasing
Push Technology
and Intelligent Agents
URL (Universal Resource Locators)
Push Technology
Intelligent Agents
E-mail
Chat Rooms
Considerations
Advertisement
in
eBusiness
Passive Pull Strategy
Active Push Strategy
Associated Ad Display Strategy
Economics and
Effectiveness of
Advertisement
CPMs-based Exposure Models
Click-Trough
Interactivity
Actual Purchase
Ads as a Commodity
Other Methods
Customizing ads
Interactive ad
strategies
Comparison ads
as a medium
of advertisement
Attracting visitors
Make vs Buy
Advertisement
Strategies
Finding the Most Visited Sites
Company Research
Managerial Issues
Implementation
Commitment to Web Adverising and
Coordination with Traditional Advertisement
Ethical Issues
Online events,
promotions and
attractions
Integrating Advertisement with Ordering and
Other Business Process
Bargains, special
sales and
financial incentives
Evolution of Online Catalogs
Online
Catalogs
Online vs Paper Catalogs
Advertising in Online Catalogs
vs Electronic Malls
Customized Catalogs
27 September 2002
Chandra Wibowo W.
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Considerations in the
Internet-based Ad Design
• Advertisements should be visually appealing
• Advertisements must be targeted to specific
groups or individual consumers
• The content should be valuable to consumers
• Advertisements must emphasize brands and a
firm’s image
• Advertisements should be seamlessly linked with
the ordering process
27 September 2002
Chandra Wibowo W.
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The Meta-Malls
Architecture
Customer
Meta-Malls
Customer Assistant
Summary and
Index Database
Meta-Malls Coordinator
Mall
O perator
A
Mall
O perator
B
Mall
O perator
C
Product
Database
Product
Database
Product
Database
Direct Visit
27 September 2002
Chandra Wibowo W.
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The Three Dimensions of
Electronic Catalogs
1. The dynamics of the information presentation
–
–
Static catalogs
Dynamic catalogs
–
–
Ready-made catalogs
Customized catalogs
–
–
–
–
–
–
Order taking and fulfillment
Electronic payment systems
Internet workflow software systems
Inventory and accounting systems
Suppliers’ or customers’ extranet
Paper catalogs
2. The degree of customization
3. The degree of integration of catalogs with the following
business processes :
27 September 2002
Chandra Wibowo W.
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The Major Web Ad
Players
• Advertising agencies and Web site
developers
• Finding market research providers
• Traffic measurement and analysis
companies
• Network / rep firms
• Order processing and support
27 September 2002
Chandra Wibowo W.
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Student Assignments
• Enter the web site of I/Pro
(www.ipro.com) and find what Internet
traffic management, web results and
auditing services are provided. What are
the benefits of each ?
Find at least one competitor of each
category (such as NetRatings). Compare
services offered and prices !
(Team assignment, due on week 12)
27 September 2002
Chandra Wibowo W.
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